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What does a digital strategy encompass?

What does a digital strategy encompass?
The main purpose of a digital strategy is to capitalise on online growth opportunities for your business. Whether that be improving the company’s social media footprint, organic search results, customer engagement or brand recognition – your brand’s digital marketing strategy has to be seamless if you want your company to grow.

What is a digital strategy?

In the simplest of terms, a digital strategy is the process of identifying, and executing on digital opportunities that will increase your organisation’s competitive advantage.

What does a digital strategy encompass?

A digital strategy is made up of a range of different components. Depending on your business type and industry, some of these will be more relevant to you than others. The first thing to do when creating a digital strategy is to outline exactly what it is you wish to achieve. Do you want to:

  • Increase your customer base?
  • Find cost-effective marketing tools?
  • Attract employee’s?
  • Improve your digital presence?

Once you know this, you’ll be able to remain competitive when it comes to market research and implementation. Researching similar businesses in your industry to determine how they use digital technology will allow you to keep at pace with what others are doing whilst simultaneously allowing you to determine what platforms you prefer when it comes to digital marketing.

Online presence

Your online presence refers to everything from your website to social media and paid advertisements. Ultimately, this includes any space online where your business is accessible by users. A few examples are:

  • Your website
  • All social media profiles including Facebook, Twitter, Instagram, LinkedIn, Google MyBusiness, Youtube…
  • Online business directories (such as, Glassdoor, FreeIndex etc)
  • Back-links, informtion, reviews or any other articles that appear on other businesses’ websites.

Digital marketing

Arguably the most important factor in your strategy, your online digital marketing plan is essentially the promotion of your business through online resources and tools. This may include online banner ads, search engine marketing, Facebook ads, blogs, newsletters, email marketing, paid search, content marketing, SEO, CRO and mobile banner ads. Determining the correct channel for your marketing strategy will ensure that you’re using your budget correctly and are targeting the relevant people for your business or service.

Customer interaction

Allowing customers access to your business through a number of mediums is perhaps one of the most important aspects of your digital marketing strategy. Ultimately, you want people to find you at every opportunity. It should require minimal effort from the customer to find the information, service or product they are looking for. To help support engagement with your customers, there are a variety of CRM tools that can help you:

  • Data capture – collect information about your clients
  • Track potential leads
  • Monitor the performance of your traditional and digital marketing strategies
  • Link your customer information with your accounts

Read More: The General Data Protection Regulation, or GDPR as it’s more commonly known, takes effect on Friday 25th May 2018. Discover everything you need to know about capturing data, here.

Online security

Particularly important for small businesses, online security is imperative to perfect for your digital marketing strategy. The data and information stored on computers and file servers. Examples for online security include:

  • Employee policies for both accessing and storing company data, using digital technologies, and dealing with customer information
  • Cloud-based backup systems for generating reserves
  • secure software and payment systems.

Mobile solutions

In the digital age, more and more people are using their mobiles to browse the internet and complete transactions. Integrating mobile-based solutions into your business will ensure that your website is accessible through an array of different mediums.

Strategies may include:

  • Responsive websites (online platforms that scale down to a mobile or tablet screen size).
  • Mobile applications (purpose built mobile apps that allow users to complete specific tasks. Applications can be either external (aimed at customers), or internal (i.e. aimed at staff, to help them carry out business more efficiently).
  • Mobile commerce. (giving customers the option to transact via their mobile device).

Technological efficiences

Efficiencies include the ability to process data faster, retrieve information more easily and even downsize your business through the complete automation of suitable tasks. Consider how your business operates and determine which technologies will benefit your business to save time and increase your bottom line.

If you’d like help developing a suitable digital strategy for your business why not get in touch with our team of marketing specialists on 0800 084 3086 or email your query to